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The grandson of Italy's last king has launched a new business selling pasta from a food truck on the streets of Los Angeles.

Emanuele Filiberto, 44, is the only male heir of Italy's exiled king, Umberto II, who was forced to resign when the country became a Republic after World War II.

He decided to start his business, named “The Prince of Venice” after what would be his own title, when he saw how popular food trucks were on the streets in California.

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“I came to Los Angeles six months ago for an event and I realized there were various Mexican and Asian food trucks around, “ the prince told Italian magazine, Chi, in an interview.

“I thought ‘why don’t I try it?’ With a food truck with fresh Italian pasta that is loved around the world.”

The “Prince of Venice” - a title which is not recognized by the Italian government - is splashed across the side of his food truck which is also painted in the royal blue colours of the House of Savoy, which ruled Italy from 1861.

Filiberto defends the move.

“There is nothing controversial about it, “ Filiberto said. “That title was given to me by my grandfather. Then there’s this outcry and the people behind it make you laugh. Let them go in exile for all those years.

“Then they say the prince does nothing – it’s not true. In my life I have always worked with passion and pleasure.”

The "Prince" has had an eclectic public life

The prince grew up in Switzerland and only arrived in Italy in 2002 after a constitutional change allowed members of the exiled royal family to return to the country.

Before heading to Los Angeles he was often spotted on the red carpet and carved out a career as a TV personality appearing on Italy's 'Dancing with the Stars' and other TV shows.

In 2012 he starred in his own reality show “Il Principiante”, or “The Novice”, where the royal spent 10 episodes trying his hand at everyday jobs like bricklaying and pizza-making.

“I wanted to challenge myself with the lives that Italians do, so I asked the public: “Give me your ideas for work and I will come and work with you, putting myself to the test,” he said at the time.

In a somewhat embarrassing role for the blueblood, the prince also appeared in an advertisements for electronic cigarettes which promised to help users get 'more sex'.

The would-be heir, who was born in Geneva and is married with two children, says his new business is flourishing and he’s relishing the role.

He has hired a chef, Mirko Paderno, and sells dishes like fettucine with shrimp and clams or linguine with truffles for as little as $15.

“Americans like to eat quickly and have their lunch in a park or on a bench. I’m offering them a quality product.”

“The ‘Prince of Venice’ food truck has already become a phenomenon,” he added.